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Introduction
For overseas brands, ranking high on Baidu—the dominant search engine in China—isn’t just about keywords. It’s about trust, localization, and platform integration. SEO in China requires a completely different strategy from Google, and partnering with experts who understand these nuances can dramatically impact visibility and traffic. This article outlines the core SEO strategies that help overseas brands succeed in China’s unique search ecosystem.
1. Local Hosting and ICP Licensing
Why Hosting Inside China Matters
Websites hosted outside China load slowly or are sometimes blocked altogether. Hosting on Chinese servers (with a .cn domain) ensures faster access, better indexing, and improved user experience.
The Role of ICP Licensing
To legally host a website in China, brands must obtain an ICP (Internet Content Provider) license. SEO consultants guide brands through this application to ensure compliance and access to Baidu’s full indexing features.
2. Baidu Keyword Research and Content Optimization
Using Local Search Behavior Tools
Tools like Baidu Index and 5118 help identify trending topics, search volumes, and consumer intent specific to Chinese users—unlike Google Trends.
Content Adaptation for Baidu’s Algorithm
Baidu favors long-form, informative content with clear headings, internal linking, and simplified HTML. SEO consultants restructure overseas brands’ content to match these preferences and boost ranking.
3. Link-Building and Third-Party Authority
High-Quality Backlinks on Chinese Domains
Backlinks remain critical for SEO—but only from trusted Chinese domains. SEO consultants work with industry forums, media outlets, and directories to build link equity.
Native Guest Blogging & PR Placement
Strategic placements on platforms like Zhihu or Sina not only build backlinks but also strengthen brand awareness and authority in the eyes of Baidu.
4. SEO & SEM Integration
Aligning SEO With Baidu Ads
While paid ads can provide immediate traffic, consultants ensure that SEO and SEM strategies complement each other—targeting the same keywords and reinforcing brand presence.
A/B Testing Across Organic and Paid
SEO consultants test page formats, meta tags, and headlines to see what converts best—using these insights to refine both organic and paid campaigns.
Case Study: European Consumer Electronics Brand Builds Organic Visibility
A European home appliance brand aimed to increase organic traffic in China. With consultant support, the brand migrated its site to Alibaba Cloud, obtained an ICP license, and created Baidu-optimized product pages. A series of technical blog articles featuring long-tail keywords and localized product FAQs were distributed via forums and news syndication sites. After four months, Baidu search visibility increased by 67% and organic leads grew by 40%.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
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